Watsons has topped the list of best-loved brands by consumers in Malaysia. The Hong Kong-based health care and beauty chain beat Japanese apparel brand Uniqlo and tech giant Apple to claim the top spot.
Watsons achieved the highest overall best brand score in Malaysia at 76.8, excelling in awareness, purchase frequency, and availability across multiple consumer touchpoints. While it ranked fourth across Southeast Asia, Watsons secured the top spot in Malaysia thanks to its strong customer loyalty programs and extensive product range. With over 700 stores nationwide and continuing expansion, Watsons has established itself as the country’s leading health and beauty retailer, catering to the everyday needs of Malaysian consumers.
The ranking stems from Campaign's authoritative list of Southeast Asia's top 50 brands, recently revealed at Campaign360 in partnership with research firm Pureprofile.
Six markets (Indonesia, Thailand, Philippines, Malaysia, Vietnam, Singapore) were involved in the survey, in which recognised brands across 10 sectors were ranked across nine brand attributes including awareness, purchase, quality, advocacy (degree of recommendation), buying experience, customer experience, brand touchpoints (ease of use across all digital and offline brand interactions) innovation, and loyalty, to form their score.
Malaysia’s top 50 brands show a diverse landscape where retail, finance, technology, and foodservice sectors all command significant consumer loyalty and recognition. Leading the pack is Watsons, the health and beauty retail chain, which boasts the highest best brand score of 76.8 and excels in awareness (98%), purchase rate (94%), and customer loyalty (77%), reflecting strong consumer trust and satisfaction across multiple touchpoints. Uniqlo follows closely with a best brand score of 73.1, scoring highly for quality (76%) and recommendation rates (74%), cementing its solid position in apparel retail.
Tech giant Apple also ranks highly, benefiting from high scores across quality, buying experience, and customer service. Financial institutions like Maybank and digital platforms such as Grab and Shopee highlight the growing importance of convenient financial and e-commerce services in Malaysian consumers’ lives. Electronics brand Samsung and streaming service Netflix maintain solid positions, emphasising trust in innovation and entertainment. Meanwhile, quick-service restaurants like McDonald’s and KFC, along with automotive brands Toyota and Honda, enjoy high awareness but face challenges in recommendation and loyalty.
Overall, Malaysia’s top brands in 2025 show a healthy mix of traditional retail, digital innovation, and strong customer service, with health and beauty stores, banks, and tech companies leading the way. Malaysian consumers clearly value quality, smooth buying experiences, and loyalty programs, and while innovation is becoming more important, it still plays a supporting role in what makes a brand stand out.
Let's have a closer look at the top performers
1. Watsons
Watsons remains Malaysia’s leading health and beauty retailer with a best brand score of 76.8. Operating over 700 stores nationwide since 1994, it commands high brand awareness (98%) and purchase frequency (94%). Its strong loyalty (77%) and customer service (77%) scores reflect deep consumer trust, supported by effective loyalty programs and a wide product range that meets evolving wellness and beauty needs.
2. Uniqlo
Uniqlo ranks second with a best brand score of 73.1, widely recognised for its high-quality, affordable basics and innovative LifeWear collections. The brand’s strong quality perception (76%) and recommendation rate (74%) are bolstered by a consistent buying experience (77%) and solid customer service (71%). Its focus on sustainability and local engagement helps maintain a loyal urban customer base.
3. Apple
Apple remains a premium technology brand in Malaysia, celebrated for its innovative products and excellent customer service. Despite a somewhat lower purchase rate compared to others, Apple’s strong loyalty (83%) and buying experience scores highlight its position as a status symbol and trusted choice for consumers seeking quality and cutting-edge technology.
4. Maybank
Maybank, Malaysia’s largest financial services group, managed a best brand score of 70.5 overall, and holds a prominent place with high awareness and loyalty. Known for its extensive branch network and digital banking services, Maybank continues to be a preferred choice for Malaysians for everyday banking needs and financial products.
5. Grab
Grab is Malaysia’s leading super-app, dominating ride-hailing and food delivery markets. Ranking fifth with a best brand score of 68.7, its seamless integration of services and strong brand awareness make it indispensable. It boasts a high purchase rate (87%) and solid buying experience (73%), reflecting its integral role in Malaysian consumers’ daily digital lives.
6. Shopee
Shopee is a top e-commerce platform in Malaysia with a best brand score of 68.4. Popular for its wide product range, frequent promotions, and user-friendly interface. It enjoys strong purchase and buying experience scores, reflecting its success in capturing the growing online shopping trend.
7. Samsung
Samsung remains a household name in Malaysia’s electronics market, but with a best brand score of 67.5, it lags behind Apple. Known for reliable smartphones and home appliances, its high awareness and purchase rates highlight its widespread appeal, though it faces competition in innovation compared to premium brands.
8. Netflix
Netflix has carved out a strong position in Malaysia’s digital entertainment sector, praised for quality content and user loyalty. Its innovative subscription models and localised content have helped it grow rapidly among Malaysian viewers. With a best brand score of 67.3, it's praised for quality content (74%) and loyalty (82%).
9. Guardian
Guardian is a well-established health and beauty retailer in Malaysia, offering a broad range of personal care products. With a best brand score of 65.1, it benefits from high brand awareness (94%) and strong purchase rates (86%), and complements Watsons as a key player in the sector, known for convenience and customer service.
10. Lazada
Lazada rounds out the top 10 with a best brand score of 64.2. It leads in awareness (96%) and purchase frequency (83%), though its quality (59%) and recommendation (60%) scores suggest opportunities to enhance customer experience amid stiff e-commerce competition.
